WATER FOR LIFECLEAN BODY, CLEAN PLANET

HOW DO WE GET SOMEONE LIKE THIS

SOMETHING LIKE THISTO CARE ENOUGH ABOUT

AND THIS

TO TAKE MEANINGFUL ACTION?

THE PROBLEM:

Cynthia thinks of herself as socially aware and environmentally conscious. How do we show her that she's contributing to the environmental problem by purchasing bottled water multiple times a day?

CYNTHIA HUTCHISON

42 years old

Married for 12 years to Kenneth, an investment banker

Literature major at Barnard

Worked at Christie's before marriage

2 kids, Josie (7) and Bex (5)

Lives on the Upper East Side between Lexington and Park

CYNTHIA, CONTINUED

Attends yoga religiously

Votes Republican and likes Bloomberg

Shops at Lululemon

Dyes her hair blond at John Barrett

She's a trend spotter

She's stylish yet doesn't wear stilettos every day

Had Botox, but not too much

CYNTHIA

She's health conscious and cares about social causes

She's not an early adopter, but she's on trend

It's important to her to be seen as someone who cares

She admires celebrities who also care about the environment and social good: Gwyneth Paltrow, Amal Clooney, and Anna Wintour

Cynthia likes things to be orderly, but she's not opposed to having a little fun once in a while. Her iphone case looks like this:

For everyday items, like her

handbag, Cynthia appreciates the

very finest. Here's her Birkin.

WHAT'S NOT GOING TO WORK

"These water bottles look like the kind you get free with a kid's bicycle. I'm afraid of what's in that cheap plastic.

And they look like they'd spill inside my purse."

"These look like the free schwag they hand out at conferences. I don't use junk just because it's free. My mother does that. Plus, they taste like metal."

"More plastic. Too dorky. I like the fact that they say how much water I'm consuming, but they remind me too much of baby bottles."

"Do I look like I want to strap a candy-colored IV bag onto my Birkin?"

"I guess the one-button pop top is a cool feature for a busy mom. But I wouldn't be caught dead with this bottle. It looks masculine, rugged, like the kind of thing they sell at REI. I don't shop at REI. My hippie cousin in Seattle shops at REI."

THE SOLUTION...

WHAT LOOKS LIKE LUXURY AND COMES IN A BOTTLE?

WHAT PATTERNS SAY LUXURY?

INTRODUCING:

WATER FOR LIFE

THE WATER FOR LIFE BOTTLE

Made with metal with a thin glass liner and shaped like a wine bottle

Can open w/ one finger (sounds like cork pop)

Comes with carabiner to hook to your bag

Internal sensor syncs with iphone or Fitbit to track how much water is drunk daily

For the first 30 days after purchase, the company donates $0.01 to The Ocean Cleanup Project every time you refill

THE CAMPAIGN

• Identify trusted celebrity brands who are on trend and pro-environment: Amal Clooney, Gwyneth Paltrow, Anna Wintour, etc.

• Stage "candid" photo shoots with these stars carrying the Water for Life bottle to/from their workouts

• Use guerilla marketing tactics to make sure these pictures are seen. TMZ; "Stars! They're Just Like US!" ; NY Times Social Scene pages, etc.

BEHAVIOR CHANGE

• Suddenly, it seems like buying a cheap disposable water bottle for $5 at the yoga studio is terribly declasse.

• The champagne-shaped water bottles are on the expensive side, but even though they’re not for everyone, Cynthia understands that they are for her.

• Buying your wife a $200 Water for Life bottle is suddenly the new status symbol among wealthy UES yoga moms.

SCALE

• People who want to be Cynthia start copying Cynthia. The company comes out with a $79 version, not quite as blingy but still in that signature shape, a $99 version with the RFID sensor, and later, a $40 “Proud New Yorker” version, which is patterned in white, yellow, and black like the old New York cabs.

IF WE SUCCEED...

• Minimally successful: reduction in the consumption of high-end bottled water sold at high-end gyms and yoga studios in Manhattan.

• Medium success: sales of Fiji, Voss, Icelandic, and comparable brands will be significantly impacted in New York City, LA, San Francisco, and other urban hubs with a high concentration of wealth.

• Maximally successful: bottled water companies throughout the USA will be forced to look for other ways to make money--perhaps by merging and building water filling stations for the Water for Life consumers to use

Water

ForLife

Planet

Clean

BodyClean

THANK YOU